THINKING FROM THE SHELF BACK

Posted on May 17, 2010 - 04:55 PM

Supermarkets set the stage for the brand story, in particular that important scene in the plot where the shopper makes the choice to sacrifice one thing for another, or chooses to try both.

Creating and delivering the shopper experience is important on so many levels. A positive shopping experience reinforces the commitment not only to the retailer but also the manufacturers. If the consumer experience of using the product is similarly positive, then the flow-on benefits are enormous.

So how are brands delivering on shelf-back thinking and telling their story in the supermarket?

In reality it’s a combination of many things, but they should all be linked together under the same overarching umbrella. From the packaging, to the point of sale livery, to experiential promotions – anything that brings the brand and shopper closer together needs to work in conjunction with marketing outside of the store. While the shopper and the consumer are different, they cannot be detached artificially.

Consider this: a brand in a highly price-driven category – in this example condiments or sauces – develops an extensive campaign including humorous, emotive television and radio spots, a social media competition and sponsorship of a cooking show.

Meanwhile, a shopper enters the supermarket ready to do a super stock-up shop, which includes buying sauce for the pantry at home. She gets to the condiments aisle and is confronted with a huge amount of choice at the shelf. The aforementioned brand is easily undercut on price by its competitors and we know that this shopper is seeking value over and above any other driver.

How does this campaign ‘work’ at the shelf? Was there shelf-back thinking right from the start of the planning process? Has the consumer and the shopper been considered in the same breath?

These are the questions that we need to ask and these are the questions that are answered by a shelf-back planning process. If the brand has a story, then it must be told in the aisle and it must be delivered appropriately.

The appropriateness of the message is determined by the shopper, their behaviour, their motivations and their need state. These characteristics should dictate not only the tone of the message, but also the content.

In the previous example, a combination of functional and value benefits would need to be addressed and communicated, with the inclusion of a brand-orientated visual stimulus. This combination of addressing ‘value fear’ and delivering emotive branding would create a positive response to win over the shopper – it would give her a reason to buy a great brand.

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